Sometimes 1.0 Is Better
Getting a message to your database is all about one thing, breaking through the clutter. If your client never reads your message then it was a waste. Web 2.0 is, by design, a highly transparent communication tool. Even though you can generate highly personalized communications based on information your prospects, clients, and referral partners make readily available about themselves; the actual communication generated from your social networking sites shares some of the same non-personal flees as email. It is so easy, so cheap, and sometimes so automated that recipients of your communication just don’t give it too much thought; that is one of dozens (if not hundreds) of pieces of communications they will receive in this manner that day. Don’t get me wrong, Web 2.0, social networking, and email drip campaigns should be very important tools in your marketing mix; but what I am saying is that sometimes 1.0 is better.
Now more than ever companies are cutting back on direct mail marketing because of the hard cost associated with it. And even those not cutting back are still using the standard windowed envelopes with bulk mail, which is the cheapest option. Why not be the one sender in that day’s batch of mail to do it the right way and break through the clutter? A very professional looking, ivory colored envelope with the address printed directly on it (no address labels) and an actual first class postage stamp will do just that.
(actual envelope looks better I promise, had to size it down to fit the post)
A professional letter that is the very best looking of the 4-5 envelopes I get in my mailbox on a daily basis has a much higher chance of getting read than one of 70-100 marketing emails I get on a daily basis. In fact, each time Top of Mind Networks sends a letter to a prospect of ours we even ask them, “I bet this was the first letter you opened today wasn’t it?” That is the key to getting your marketing message across, be the first letter opened that day. So while we would never recommend that you not utilize email and social media in your day to day marketing, we do highly recommend that you also attack your database the old fashioned way and break through the clutter.